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November 2024 - November 2025
Detailed observation of presented data
Across all countries, Consulting’s Facebook Ads click-through-rate consistently outpaced the market and finished the period with strong momentum. The category started the window at 2.30% CTR in November 2024, dipped into January, then surged through spring, cooled mid-year, and rallied again into Q4 2025 to a new high of 3.23%. Relative to the global benchmark, Consulting posted higher engagement in every month, with wider leads during spring and late Q4. Volatility was also more pronounced, marked by clear lift-and-retrace cycles rather than a smooth climb.
This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for Consulting across all countries compared to the global benchmark.
Over the 13-month span, Consulting CTR averaged 2.51%, ranging from a low of 2.05% in January 2025 to a peak of 3.23% in November 2025. The period opened at 2.30% (November 2024), slipped to 2.20% in December and 2.05% in January, then rebounded sharply: +27% month-over-month in February (2.62%) and another lift into March (2.33% to 3.08% in April, a +32% jump versus March). After that April high, the category retraced in May (−17%) and eased into a mid-year trough at 2.16% in July, before stabilizing in August and climbing again through early Q4 to 2.90% in October and 3.23% in November.
Month-to-month volatility for Consulting averaged 0.32 percentage points, driven by big swings in February (+0.56) and April (+0.75), and the largest pullback in May (−0.51). By comparison, the global benchmark moved just 0.05 points on average each month, indicating a steadier, lower-amplitude trend.
The rhythm was classic but pronounced: a soft landing into January, a vigorous rebound in February–April, a cooler mid-year stretch across July–August, and a renewed lift from September into Q4. The spring peak in April and the late-year crest in November framed the range, with brief consolidation in early summer. This seasonal cadence contrasts with the global series, which advanced more gradually with a mild Q4 uptick rather than sharp crests and dips.
Consulting’s CTR sat above the global benchmark throughout, averaging 2.51% versus 1.82% globally—about 38% higher. The gap tightened mid-year and widened at the peaks:
Trajectory also differed. The global benchmark rose steadily from 1.75% in November 2024 to 2.04% in November 2025 (+16%), while Consulting climbed from 2.30% to 3.23% (+40%) on a choppier path. In short, Consulting delivered sustained above-market CTR performance with larger seasonal amplitudes and stronger year-end momentum.
Understanding Facebook Ads click-through-rate benchmarks for the Consulting industry across all countries highlights how CTR performance compares to the global market—higher on average, more dynamic month to month, and seasonally amplified. For teams monitoring Facebook Ads benchmarks, this provides a clear, data-rich view of Consulting’s engagement profile relative to global patterns.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. In the Consulting industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. Why we use median instead of average We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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